Data shows personal LinkedIn profiles drive 2.75x more impressions and 5x more engagement than company pages. Here's what it means for B2B.
A Refine Labs data study confirms that sharing information through a personal LinkedIn profile drives 2.75x more impressions and 5x more engagement when compared to a company profile.
This study reviewed 7 employees' personal LinkedIn profiles and compared their posts to the Refine Labs LinkedIn page over the same time period. Post results were averaged for the analysis time period.
Despite having an average follower count, 46% lower than the Refine Labs company page, the employees averaged more than 2.75x the impressions and 5x the engagement per post. This validates the hypothesis that people prefer to engage with people. People engage less with brands.
Since this research was first published, the LinkedIn algorithm has continued to evolve. Company page reach has become more volatile, but employee-led distribution still plays a meaningful role in building brand trust when paired with consistent positioning and repetition. We break down how this fits into a broader Brand → Demand → Expand strategy here.
The normalized breakdown, including impressions and engagement per 1,000 followers, is detailed in our updated LinkedIn employee vs. brand research.
Refine Labs recommends that you employ a robust strategy by enabling your employees to complement your company page's organic and paid efforts. With over 100+ clients, they deliver LinkedIn strategy, content, and media execution to drive growth and engagement for their clients.
"We lead by example, both in how we build our company and how we support our customers. The key is to create content that people want to know about and distribute it where they're already spending their time," said Megan Bowen, President of Refine Labs.
To access the full organic LinkedIn playbook, sign up for The Vault. You can also learn more about how Refine Labs can help you execute your LinkedIn strategy by booking some time with the team.
Transform your marketing to create breakthroughs in growth with Refine Labs - the account-based marketing and demand generation firm for B2B companies using Salesforce or HubSpot. Trusted by more than 300+ high-growth companies, Refine Labs experts bring your company narrative to life and rapidly drive it into market with all your best-fit customers using industry-leading demand creation strategies.
Learn more about Refine Labs at www.refinelabs.com. Connect with us on LinkedIn and YouTube. Listen to our Podcast with weekly episodes Stacking Growth.
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